Public Relations Capstone

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Description

When you enroll for courses through Coursera you get to choose for a paid plan or for a free plan

  • Free plan: No certicification and/or audit only. You will have access to all course materials except graded items.
  • Paid plan: Commit to earning a Certificate—it's a trusted, shareable way to showcase your new skills.

About this course: The capstone project will be a strategic plan. Students will be given a specific problem and will be asked to conduct a situation analysis based on research, which will then serve as the basis of the strategic plan outlining the objectives and specific communication strategies for addressing the problem. The project will test the knowledge of students in basic principles of public relations, public relations research, strategy and new media, asking students to come up with a strategic plan. The strategic plan will be the roadmap for a public relations campaign and will integrate the key concepts offered through the four courses.

Created by:  National University …

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Didn't find what you were looking for? See also: Public Relations, Global Environment, Leadership, Business Management, and Strategic Management.

When you enroll for courses through Coursera you get to choose for a paid plan or for a free plan

  • Free plan: No certicification and/or audit only. You will have access to all course materials except graded items.
  • Paid plan: Commit to earning a Certificate—it's a trusted, shareable way to showcase your new skills.

About this course: The capstone project will be a strategic plan. Students will be given a specific problem and will be asked to conduct a situation analysis based on research, which will then serve as the basis of the strategic plan outlining the objectives and specific communication strategies for addressing the problem. The project will test the knowledge of students in basic principles of public relations, public relations research, strategy and new media, asking students to come up with a strategic plan. The strategic plan will be the roadmap for a public relations campaign and will integrate the key concepts offered through the four courses.

Created by:  National University of Singapore
  • Taught by:  Mohan Dutta, Professor, Head of Communications and New Media

    Communications and New Media
  • Taught by:  Iccha Basnyat, Assistant Professor

    Communications and New Media
  • Taught by:  Tracy Loh, Visiting Fellow

    Department of Communications and New Media
Basic Info Course 5 of 5 in the Public Relations For Digital Media Specialization Commitment 5 weeks of study, 3-5 hours/week Language English How To Pass Pass all graded assignments to complete the course. User Ratings 4.8 stars Average User Rating 4.8See what learners said 课程作业

每门课程都像是一本互动的教科书,具有预先录制的视频、测验和项目。

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与其他成千上万的学生相联系,对想法进行辩论,讨论课程材料,并寻求帮助来掌握概念。

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National University of Singapore A leading global university located in Asia, the National University of Singapore (NUS) is Singapore’s flagship university, and offers a global approach to education and research with a focus on Asian perspectives and expertise. Its transformative education includes a broad-based curriculum underscored by multi-disciplinary courses and cross-faculty enrichment.

Syllabus


WEEK 1


Week 1 - Capstone Project Information & Assignment 1 Draft Submission



Here you will find the capstone project information as well as some resources to help you for your first assignment. The lecture videos with * before the title are from the courses you have completed before. You can watch them again if you need to review certain concepts. In this week, you will also be required to submit a draft for the first assignment.


21 videos, 2 readings expand


  1. Video: Capstone Project Introduction
  2. 阅读: Capstone Project Information
  3. 阅读: Campaign Plan Resources
  4. Video: Public Relations Process
  5. Video: * POSTAR (Positioning, Objectives, Strategy, Tactics, Administration, Result)
  6. Video: * RACE (Research, Action, Communication, Evaluation)
  7. Video: Role of Research
  8. Video: * Research Overview and Secondary Research
  9. Video: * Primary Research and Research Design
  10. Video: * Audience Part 1 - Audience Overview and Principle of Segmentation
  11. Video: * Audience Part 2 - Segmentation and Message Targeting
  12. Video: * Issue Management 1 - Proactive PR
  13. Video: * Issue Management 2 - Setting SMART Objectives
  14. Video: Situational Analysis
  15. Video: * Situational Analysis Part 1 - Overview
  16. Video: * Situational Analysis Part 2 - Using SWOT Analysis
  17. Video: * Organizational Analysis Part 1 - Internal Environment and Public Perception
  18. Video: * Organizational Analysis Part 2 - External Environment
  19. Video: * Analyzing the Public Part 1 - Identifying Your Publics
  20. Video: * Analyzing the Public Part 2 - Audience Segmentation
  21. Video: * Analyzing the Public Part 3 - Geographics and Psychographics
  22. Video: Problem Statement Summary
  23. Video: * Problem Statement
  24. 同学互评: Conducting a Situation Analysis Draft


WEEK 2


Week 2 - Assignment 1 Submission
This week you will need to submit your first graded assignment, Conducting a Situation Analysis. Please take note of the feedback you've received from your draft submission to improve your final submission.




    Graded: Conducting a Situation Analysis

    WEEK 3


    Week 3 - Assignment 2 Draft Submissions Part 1



    This week you will start working on your second assignment, Campaign Plan. There are some resources and videos here. The videos with * before the title are from the previous courses you have completed. You can watch them again if you need a reminder of certain concepts. For this week, you will be asked to submit a draft for the objectives and strategies components of your campaign plan.


    14 videos, 1 reading expand


    1. 阅读: Campaign Plan Background Situation
    2. Video: Objectives and Strategies
    3. Video: * Objectives
    4. Video: * Campaign Objectives
    5. Video: * SMART Objective
    6. Video: * Strategy Overview
    7. Video: * Proactive Strategy
    8. Video: * Reactive Strategy
    9. Video: * Message Strategy Part 1 - Source
    10. Video: * Message Strategy Part 2 - Content
    11. Video: * Strategy Overview
    12. Video: * Content Strategy
    13. Video: * Source Strategy
    14. Video: * Appeal Strategy
    15. Video: * Channel Strategy
    16. 同学互评: Goals and Objectives
    17. 同学互评: Strategies


    WEEK 4


    Week 4 - Assignment 2 Draft Submissions Part 2



    In this week, you will continue submitting drafts of your campaign plan. The components that you will need to submit are: tactics, budget, and evaluation. As these components are related, please take note of all the feedback you have received on your previous submission and use them to improve your plan.


    28 videos expand


    1. Video: Connecting Strategies to Tactics
    2. Video: * Interpersonal Channels
    3. Video: * Organizational Channels and News Media Channel
    4. Video: * Advertising and Promotional Media Channels Part 1 - Paid For Media
    5. Video: * Advertising and Promotional Media Channels Part 2 - Media Plan
    6. Video: * Advertising and Promotional Media Channels Part 3 - Tactics and Strategy
    7. 同学互评: Tactics
    8. Video: Social Media
    9. Video: * Building Communities
    10. Video: * Utilising the Power of Social Networks
    11. Video: * Using Owned Media
    12. Video: * Using Advertising and Earned Media
    13. Video: * Types of Content Part 1 - Snackable Content vs. Full Meal Content, Curated Content vs. Created Content, Organic Content vs. Incentivized Content
    14. Video: * Types of Content Part 2 - Editorial Content vs. Commercial Content
    15. Video: * Creating Viral Content Part 1 - Social Currency, Triggers, Emotion
    16. Video: * Creating Viral Content Part 2 - Public, Practical Value, Stories
    17. Video: Budget and Evaluation
    18. Video: * Evaluation Research Introduction
    19. Video: * PR Metrics Part 1 - Output, Outtake, Outcome
    20. Video: * PR Metrics Part 2 - Outtake and Outcome in Relation to the 3 Levels of Objectives
    21. Video: * Evaluation Myths and Tips
    22. Video: * PR Campaigns Evaluation Overview
    23. Video: * Quantitative Methods for Evaluation Part 1 - Randomized Controlled Framework
    24. Video: * Quantitative Methods for Evaluation Part 2 - Pre-Post Design
    25. Video: * Evaluation in New Media
    26. Video: * Qualitative Evaluation
    27. Video: * Measuring Social Media Part 1 - Different Types of Measurements
    28. Video: * Measuring Social Media Part 2 - Evaluation Metrics
    29. Video: * Social Listening
    30. 同学互评: Budget
    31. 同学互评: Evaluation


    WEEK 5


    Week 5 - Assignment 2 Submission
    This week you will be submitting your final assignment, Public Relations Campaign Plan. Please use all the feedback you have received from your draft submissions for this assignment. Good luck!


    2 videos, 1 reading expand


    1. Video: Key Pointers
    2. Video: Capstone Wrap Up
    3. 阅读: Capstone Survey

    Graded: Public Relations Campaign Plan
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